A New Brand of Business
A New Brand of Business: Charles Coolidge Parlin, Curtis Publishing Company, and the Origins of Market Research Douglas Ward,
Publisher: Temple University Press
ISBN: 1439900159
DDC: 658.83
Edition: Hardcover; 2009-07-28
Summary:
Charles Coolidge Parlin was considered by many to be the founder of
market research. Working for the dominant Curtis Publishing Company,
he revolutionized the industry by providing added value to
advertisers through information about the racial, ethnic, and
regional biases of readers and consumers. By maintaining contact with
both businesses and customers, Parlin and Curtis publications were
able to turn consumer wants into corporate profits. In A New Brand of
Business, Douglas Ward provides an intriguing business history that
explains how and why Curtis developed its market research division.
He reveals the evolution and impact of Parlin’s work, which
understood how readers and advertisers in the emerging consumer
economy looked at magazines and advertisements. Ward also examines
the cultural and social reasons for the development and use of market
research—particularly in regard to Curtis’ readership of upper-income
elites. The result weaves the stories of Parlin and Curtis into the
changes taking place in American business and advertising in the
early twentieth century.
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